bbnit-2 Public & Publicity Relation-Advertising Management|BBA301

Unit-2 Public & Publicity Relation-Advertising Management|BBA301- Hello everyone welcome to the pencilchampions.com website This website provide BBA 2nd year notes In CCS University. Thankyou for visiting pencilchampions.com

Unit-2

Meaning of Public Relation

• Public relations (PR) is a strategic communication process that aims to build and maintain positive relationships between an organization and its target audience, including the public, customers, employees, investors, and other stakeholders. It involves managing the spread of information, shaping public perception, and maintaining a favorable image of the organization.
• PR activities include various communication tactics such as media relations, press releases, social media management, event planning, crisis management, and community engagement. The primary goal of PR is to enhance the reputation and credibility of the organization, establish trust, and create a positive image in the eyes of the public.
• public relations can also contribute to improving a company’s online visibility and search engine rankings. By creating high-quality content, engaging with influencers and media outlets, and generating positive online mentions, PR efforts can attract backlinks and increase organic traffic to a company’s website. This, in turn, can improve the website’s authority and visibility in search engine results pages.
• In summary, public relations is a strategic communication process that focuses on building positive relationships with various stakeholders. It involves managing information, shaping public perception, and maintaining a favorable image of the organization
  

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Objective of Public Relation

1. Enhancing online visibility: Public relations efforts aim to increase the online visibility of a company or organization. By generating positive media coverage, creating engaging content, and leveraging social media platforms, PR can improve a company’s search engine rankings and attract more organic traffic to its website.
2. Building brand reputation: PR focuses on building a positive brand reputation by effectively managing communication and shaping public perception. A strong brand reputation can lead to higher search engine rankings, as search engines value authoritative and trusted brands.
3. Generating backlinks: Public relations activities, such as media outreach and content creation, can attract valuable backlinks from reputable websites. Backlinks are an important SEO factor, as they signal to search engines that a website is credible and trustworthy.
4. Increasing website traffic: By leveraging PR tactics, such as press releases, media interviews, and influencer collaborations, companies can drive more traffic to their website. Increased website traffic can improve search engine rankings and overall online visibility.
5. Managing online reputation: Public relations plays a crucial role in managing and maintaining a positive online reputation. By monitoring online conversations, addressing customer concerns, and engaging with the audience, PR can help mitigate negative search results and maintain a favorable online image.
   

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   External link- https://en.wikipedia.org/wiki/Advertising_management

Nature of Public Relation

1. communication: PR involves effective communication strategies to convey the organization’s message to the intended audience. This includes crafting compelling content, engaging with the media, and utilizing social media platforms to reach a wider audience and increase online visibility.
2. Reputation management: PR aims to build and maintain a positive reputation for the organization. By monitoring online conversations, addressing customer concerns, and managing crises effectively, PR helps protect and enhance the organization’s online image, which can positively impact search engine rankings.
3. Relationship building: PR focuses on establishing and nurturing relationships with stakeholders, including customers, media outlets, influencers, and the public. Building strong relationships can lead to increased brand visibility, positive word-of-mouth, and valuable backlinks.
4. Crisis Management: PR professionals play a crucial role in handling crises and managing communication during challenging times. They develop strategies to address issues, mitigate damage, and maintain transparency to protect the organization’s reputation.
5. Strategic Planning: Public relations involves strategic planning to align communication efforts with the organization’s goals. PR professionals analyze market trends, identify target audiences, and develop tailored strategies to effectively reach and engage with them.

Role and Function of Public Relation

1. Communication Management: One of the primary functions of PR is to manage communication between the organization and its stakeholders. PR professionals create and disseminate messages that effectively convey the organization’s values, initiatives, and achievements.  They utilize different channels like press releases, social media, and events to reach their target audience and maintain a positive image.
2. Reputation Management: PR is responsible for building and safeguarding the organization’s reputation. PR professionals monitor public perception, address any negative feedback or misconceptions, and work to enhance the organization’s image.  They develop strategies to maintain trust, credibility, and a positive brand reputation.
3. Media Relations: PR professionals work closely with the media to ensure accurate and favorable coverage of the organization. They establish relationships with journalists, pitch stories, and provide information to the media.  Effective media relations help in shaping public opinion, increasing visibility, and managing crisis situations.
4. Stakeholder Engagement: PR focuses on building and nurturing relationships with stakeholders such as customers, employees, investors, and the local community. By engaging with these groups, PR professionals can understand their needs, address concerns, and foster positive relationships.  This engagement helps in building trust, loyalty, and support for the organization.
5. Crisis Communication: In times of crisis or challenging situations, PR plays a vital role in managing communication effectively. PR professionals develop crisis communication plans, provide timely and transparent information, and handle media inquiries.  Their goal is to minimize reputational damage and maintain public trust.

Process of Public Relation

1. Research: PR professionals conduct research to understand the organization’s goals, target audience, and current public perception. They analyze market trends, competitor strategies, and stakeholder attitudes to inform their PR strategies.
2. Planning: Based on the research findings, PR professionals develop a comprehensive plan that outlines the objectives, target audience, key messages, and tactics to be used. This plan serves as a roadmap for executing PR campaigns effectively.
3. Message Development: PR professionals craft compelling messages that align with the organization’s goals and resonate with the target audience. These messages should be clear, concise, and consistent across different communication channels.
4. Media Relations: PR professionals build relationships with journalists and media outlets to secure media coverage for the organization. They create press releases, media kits, and pitch stories to the media, aiming to generate positive publicity and raise awareness about the organization.
5. Communication Execution: PR professionals implement the planned PR strategies and tactics. This may include organizing press conferences, media interviews, social media campaigns, events, and community engagement activities.  They ensure that the messages are effectively communicated to the target audience.
6. Evaluation: After executing PR campaigns, evaluation is essential to measure their effectiveness. PR professionals analyze media coverage, audience engagement, and feedback to assess the impact of their efforts.  This evaluation helps in refining future PR strategies and improving communication outcomes.

Meaning of Publicity

• Publicity refers to the act of promoting o creating awereness about a person, product, event, or organization to the public. It involves strategically disseminating information through various channels to gain attention and generate interest.
• Publicity plays a crucial role in marketing and communication efforts. It aims to capture the attention of the target audience and create a positive perception of reputation. Through publicity, companies and individuals can enhance their visibility, build brand awereness, and influence public opinion.
• Publicity can take many forms, including media coverage, press releases, social media campaigns, interviews. endorsements, and events.

Scope of Publicity

1. Increased Visibility: Publicity helps businesses, individual, and organizations gain exposure and reach a larger audience.
2. Reputation Management: It allows entities to shape and maintain a positive public image, managing their reputation effectively.
3. Brand Building: Publicity plays a crucial role in building brand awareness, recognition, and loyalty among consumers.
4. Influencing Public Opinion: Through strategic messaging and media coverage, Publicity can shape publicity perception and influence opinions.
5. Engagement and Interaction: Publicity facilitates interaction with the target audience, allowing for direct engagement and feedback.
6. Industry and Sector Relevance: The scope of publicity extends across various industries, sectors, and fields, including business, entertainment, politics, and non-profit organization

Goal of Publicity

1. Increase Visibility: Publicity aims to increase the visibility and exposure of a person, brand, or organization to a wider audience.
2. Build Brand Awareness: It seeks to create awareness and recognition for a brand, product, or service, making it more familiar to consumers.
3. Shape Public perception: Publicity endeavors to shape and influence public opinion, creating a positive image and reputation for the entity.
4. Drive Engagement: It aims to engage with the target audience, fostering interaction, and building relationships to generate interest and loyalty.
5. Achieve Objectives: Publicity is driven by specific objectives, such increasing sale, promoting a cause, or establishing thought leadership.

Advantage of Publicity

1. Vibrant Social Scene: Public cities offer a bustling social environment with diverse cultures, communities, and events, providing ample opportunities for networking, making friends, and experiencing new things.
2. Abundance of Amenities: Public cities tend to have a wide range of amenities such as shopping centers, restaurants entertainment venues, and recreational facilities, offering convenience and access to various services.
3. Career Opportunities: Public cities often serve as economic hubs, attraction businesses and industries, which in turn creates a multitude of job opportunities across different sectors.
4. Cultural Diversity: Public cities are melting pots of different cultures, languages and traditions, fostering a rich and diverse cultural scene, including art, music, cuising, and festivals.
5. Infrastructure and Services: Public cities typically have well-developed infrastructure, including transportation systems, healthcare facilities, educational institutions, and public services, ensuring a higher quality of life for residents.

Disadvantage of Publicity

1. High Cost of Living: Living in public cities can be expensive, with higher costs for housing, transportation, and daily necessities, making it challenging for some individuals to afford a comfortable lifestyle.
2. Crowded and Busy Environment: Public cities can be crowded and hectic, with heavy traffic, crowded public spaces, and noise pollution, which may lead to a more stressful and fast-paced lifestyle.
3. Limited Space: Public cities often have limited space, resulting in smaller living spaces and less access to nature and open areas, which can impact the overall well-being and connection to the natural environment.
4. Increased Competition: With a larger population and more opportunities, public cities can be highly competitive, making it more challenging to stand out in career advancement or secure certain resources.
5. Lack of Privacy: The dense Population and close proximity of neighbors in public cities can lead to a lack of privacy, with limited personal space and potential for noise disturbances.